Success And The Power Of Emotional Appeal!

Be rich! Now that phrase appeals to all of us. The word success strikes a responsive chord, doesn’t it? Love and romance – these are powerful desires as well. How, though, may we achieve these things? By adding, author Roy Garn would say, “The Magic Power of Emotional Appeal” to our lives.

Years ago I walked out of a bookstore with a paperback copy of Roy Garn’s book “The Magic Power of Emotional Appeal.” His book, which I purchased as a teenager, is in front of me as I write this article. I consider it one of a dozen or so books I’ve read since then that have altered my life.

How can we make more money using what Garn termed “The Magic Power of Emotional Appeal?” After all, let’s say you’re a salesperson. You’re selling a great product, and yet at the end of a day of calling prospects you feel beat up and exhausted. If you make three sales today you rid yourself of money worries – at least this week. But those you call don’t want to listen to you, and some let you know – in not a very nice way – how irritated they are that you’ve wasted their time with a call they never wanted to receive.

I don’t propose in this article to discuss marketing strategies or how to finalize a sale. Some people are not closers; it’s just a fact of life, and if you drift into sales and you’re not a closer, then it will not take long to get down on yourself for failing at what you’re doing.

Garn asks the question, “Are you getting all you want out of life?” and he goes on to say that knowing how to use “The Magic Power of Emotional Appeal” is the secret of “reaching a customer, an audience,” or finding love – and yes, closing a sale!

So whether it’s romance you’re seeking, the making of more money, personal success, ridding yourself of fears, worries and upsets, settling disputes, or making others remember, respect and like you, applying the principles of Garn’s book can make you feel more like a crew member than a passenger – a leader instead of a follower.

Wouldn’t you, as I would, like to be better at making other people listen to you? Ralph Waldo Emerson wrote, “It is a luxury to be understood.” Look at all the judges on TV hearing cases between people who don’t feel understood. Dr. Phil’s show is possible because there are so many couples seeking to resolve conflicts that have resulted from not feeling understood, appreciated, or who claim they’ve been mistreated. Perhaps, to some degree, “The Magic Power of Emotional Appeal,” if applied, might have been an answer to at least some of this emotional conflict.

“A couple of minutes ago when you opened this book, you were thinking of something else, weren’t you?” Garn asks in the opening paragraph of “The Magic Power of Emotional Appeal.”

“What are you thinking about NOW? This very SECOND?”

“There was certainly something on your mind just before I asked, wasn’t there? Of course there was!” Garn insists. “There’s something on everybody’s mind, every minute of the day.”

“I have asked the question, ‘What are you thinking about?’ as my first utterances before lecture audiences in classrooms, during group discussions and personal conversations,” Garn says. “It was amazing to hear how many individually different answers were given with none having any relationship to the current subject or situation.”

And it’s true. No matter what anybody is saying to you or me, we are all preoccupied with our personal interests, moods and needs.

Garn indicates that “The important thing to do is to learn a communication Technique that can control the reaction to your words and actions and make others want to listen to you on any subject in any situation.”

As an aside, Dr. Wayne Dyer has said on many occasions that we train, we actually teach others how to react to us, mainly because we show them how to get away with it.

Why is breaking through people’s preoccupation barrier so important? “Making others want to listen will assure greater success in whatever you undertake,” Garn says. “It will help you in romance and marriage, set up a more alert look-ahead attitude.” Increased sales and income are added benefits, wouldn’t you agree?

“When you have this ability you can accomplish more rapid advancement, increased sales and income,” he says and to a certain extent this is true. What Garn taught me helped so much when I later became a television talk show host.

I learned from reading “The Magic Power of Emotional Appeal” that “Preoccupation is the bugaboo of your existence,” to quote Garn, “and that everybody is Preoccupied.”

What does this mean to you, now that you’re aware of how preoccupied everybody is these days? “Ninety-nine out of every 100 words that people speak to one another are never heard,” Garn says, “and there’s rarely anything wrong with the listener’s hearing.” And this is a good point to realize.

“When we speak, do our listeners really listen? Usually their eyes look deeply into ours – but it’s almost impossible to know what’s on their minds,” he says. And here’s the key: “The ability to break through this Preoccupation barrier and enter the minds of our listeners,” Garn writes, “represents the greatest power that we, as individuals, can possess.”

Garn says there are two reasons why people say and do anything: The reason they give you and the real reason. “People are preoccupied with blank vistas, inner feelings, listening to themselves.” With the right Emotional Appeal – which includes Future Promise and the Promise of New Experiences – “you will pierce this preoccupation barrier.”

“Most of the time people don’t seem to understand because they have not been made interested enough to listen,” Garn says and, from my experience, I know this to be true.

What we must grasp about breaking through this preoccupation barrier by using – and with sincerity and a desire to assist and be of help – “The Magic Power of Emotional Appeal,” is that “A PREOCCUPIED MIND CANNOT RELAX.”

Relax yourself and pierce through your own preoccupations first – “I’ve got to make this sale because my car payment’s due next week – so you are able, whether in person or on the phone, to make people feel a sense of importance in your company while you engage them in conversation.

What Roy Garn calls “The Magic Power of Emotional Appeal,” is, it seems to me, simply a mastery of the art of saying the right thing at the right time, and this can make all the difference in the world when it comes to making more money, finding love, securing a better paying job, and ridding ourselves of money, business, and many of the other worries of life.

Garn also writes about “Ten Activating Advantages that Questions Offer,” and lists “Six Rules for Asking Questions.” Advantages include the fact that questions break preoccupation and get immediate attention, they bring resistances into the open which eliminates guesswork for you, and they can lead your listeners toward the conclusion you want.

I’ve not found Garn’s book easy to locate. The original paperback has a 1960 date of publication inside it’s cover. Check or and consider yourself “lucky” when you find a copy.

“People, products and services are essentially the same,” Garn writes. “To succeed in the competition, you need your paramount personal power – your Emotional Appeal – to pierce Preoccupation.

James Clayton Napier worked as a television broadcaster in Texas for thirteen years. He has also taught TV news reporting and speech communication at three universities. Learn more about James’ current projects at or write []

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